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2019 Manufactured Housing Plant Shows

December 12th, 2018 Comments off

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Every year, numerous manufactured housing producers put on a what they call a “plant show.”

 

A plant show can be thought of as something akin to a mini-trade show that is specific to a single manufactured housing producers brands.  They are often held at or near “the plant,” or factory production center.

Like a trade show, these are costly. They are a significant part of many firm’s marketing budget.  Depending on the company, the cost may or may not be as expensive per unit as going to Louisville or Tunica.  To learn more about those two trade shows, click the box linked below.

 

Louisville and Tunica Manufactured Housing Shows, Controversial Profitable, Problematic Issues Loom

 

Some firms, such as Clayton or Legacy Housing, turn these plant shows into a serious event, with rooms, meals, entertainment, and even educational opportunities for their retailers and/or community clients. An example from earlier in 2018 can be found at the report linked below.

 

Fall Manufactured Housing Show Features Free Education, Fun, Special Financing, & More

 

As the industry looks back at 2018 or prior years, there are certainly some welcome developments, but there are some #NettlesomeThings too.

We use the term nettlesome periodically with good reason. Nettles in nature sting. But properly used, nettles have medicinal qualities.

Former President John F. Kennedy observes that the Chinese symbol for crisis also meant opportunity.  Every crisis or problem, properly understood and used is an opportunity in disguise.

 

WhenWrittenInChineseCrisisComposedTwoCharactersOneDangerOtherOpportunityJohnFKennedyQuoteMHProNews

 

Several other publishers in manufactured housing have little or no first hand knowledge about home selling. That’s one of several points that makes MHProNews different. We have first hand knowledge of retailing at sales centers, and retailing in a land-lease community. We know community operations first hand from a management perspective. We’ve worked with several producers of manufactured homes, and numerous lenders and other suppliers over the years too.

MHProNews also knows how to put on educational events that attract retailers and communities. Why? Because we understand their vantage-points.

Part of a recent emailed comment to MHProNews – by someone who understands and is sympathetic to the perspective of a lot manager – wrote the following. “John or Mary LotManager is usually very busy in meeting conditions for lenders, scheduling deliveries, handling customer complaints about shoddy construction, etc.  They do not have the time, the resources, or the energy at the end of the day to combat the weathermen of this world, code-encroaching state officials, less-than-accurate national reporters who cast our homes in a bad light, etc.  That should be the role of the ‘support team’ if you will…” 

That’s an insightful snapshot that producers, lenders and others who aren’t in retail often know, because their field reps see those activities. For more quotes from the source above, see the linked box, below.

 

“Lots of Sizzle,” Clayton Sales Performance, Other MHI & Clayton Homes News Tips

 

There are several things that factory builders should consider as 2019 approaches.

1)    You want to earn more business from your current good accounts.

2)    You want to create more good accounts.

3)    No one wants the headache accounts, but there are ways to make them less nettlesome.

4)    There are profitable synergies possible between LifeStyle Factory Homes, LLC and factories willing to commit to a durable relationship with the industry’s best known trade media.

It is a matter of public record that Legacy Housing’s IPO says they have the biggest backlog in their company’s history. Not every builder can honestly say the same today, as recent shipment reports reflect.

We have the secret sauce for more retail sales growth, which is the fuel for wholesale sales growth. Contact L. A. ‘Tony’ Kovach at tony@mhmsm.com or 863-213-4090 to learn more about how to have the most successful plant shows – and set the stage for the most profitable years ahead. That’s MH “Industry News, Tips, and Views Pros Can Use,” © where “We Provide, You Decide.” © © ## (News, analysis, and commentary.)

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Louisville and Tunica Manufactured Housing Shows, Controversial Profitable, Problematic Issues Loom

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Winter 2018-2019 in Manufactured Housing Land

 

Ford and Toyota Teach Manufactured Housing Professionals and Investors

November 26th, 2018 Comments off

 

FordLogoToyotaLogoTeachManufacturedHousingIndustryProfessionalsInvestorsDailyBusinessNewsMHProNews

There are times that one must look outside of one’s industry or profession for useful insights. That’s the case with today’s Monday Morning Marketing and Sales Meeting.

 

Toyota has issued a recall for some 800,000 Prius vehicles, per NPR. Those recall totals are equal to about 11 years of the entire unit production of all new manufactured housing (MH).

Toyota said they sold some 2.4 million cars from 1500 U.S. dealerships in 2017 alone.  Did ‘bad news’ about recalls hurt them?

Let those fact sink in.

Because excuses are a dime a dozen.  What those facts should tell manufactured home professionals is that even with bad news – and that wasn’t the only bad news for Toyota – their average retailer sold about 1,600 vehicles each in just 1 year. That’s 133 vehicles averaged monthly per dealer. How many individual MH retailers sold as many units in a year, as a typical Toyota dealer sold in a month?

Then, consider the fact that part of Toyota’s business model – and that of every other major automaker – builds in an allowance in the price of every vehicle to cover the costs of just such safety recalls.

Put differently, Toyota and other carmakers build in for bad news.  Yes, manufactured home producers build in for service on homes too.  But why is it that ‘bad news’ impacts MHVille more than it does automotive, RVs, or other forms of housing?

 

MHVille Comments

We get comments from manufactured housing industry professionals that span the gamut. For example, some are about ‘quality’ issues in certain homes. Pardon me? Every automaker, every RV maker has ‘quality’ issues too, as that example above demonstrates. Does it keep them from selling many times more units annually than our MH industry does?

While there are service issues, third-party research reveals that overall satisfaction with manufactured homes by their homeowners is high, and the number of homes purchased that go to dispute resolution are a tiny fraction of a single percent of total production.  When scrutinized objectively, there’s far more good news to be found in MHVille than stories that reflect badly. Which begs the question, why does the MH industry struggle as it does?

Much of the challenge for manufactured housing professionals and investors is one of mindset and discipline.  Behind every ‘problematic’ news report we cover, there is a silver lining, for those with the eyes, wisdom, and guts to see it.

Drive by or go visit the nearest automotive super store or major RV center. Look at those huge inventories.   Realize that there are numerous locations selling hundreds of vehicles a month, all in a location near your own business.

Them step back and objectively ask yourself, why aren’t more manufactured homes being sold?  How many units a month are you selling per location?

  • When over 500,000 are homeless in America,
  • when the USA requires 8.3 million new housing units right now, per Chief Economist Lawrence Yun at the National Association of Realtors (NAR),
  • why will HUD Code manufactured homes finish the year at roughly 100,000 (+/-) new affordable housing units in 2018?
  • The reasons are many, and some are unjust.  But part of it is debatably a lack of vision, discipline, and willpower.

 

Facts Reveal Opportunities for Manufactured Housing in Disguise

Ford has recalls too. But Ford is paying to help answer that question of ‘why’ for modular factory-builders.

Ford teamed up with Curbed and The Verge to do videos about the Homes of the Future, which showcases modular building. Those videos are getting hundreds of thousands of views each. Meanwhile, Clayton Homes ‘stigma debunking video’ is flaccid. Clayton’s ‘image’ video is doing much like the ones they and a few others in MHVille made in conjunction with the Manufactured Housing Institute (MHI) to do ‘storytelling.’ In a word, ineffective. A year later, those so-called efforts by manufactured home companies and the biggest MH trade group have obviously failed at moving the needle.

ICYMI, or need a refresher, see the facts for yourself at the linked report below.

 

Clayton Homes “New” Image Campaign, Surprising Facts Behind Have it Made Stigma Attacking Video

 

How do we know that these videos are essentially ineffective? Simple. It is obvious from new manufactured home sales data.

 

ManufacturedHousingVsTotalCompletedHomesLegacyHousingS1FilingIPODailyBusinessNewsMHProNews

Legacy Housing (LEGH) clearly believes in the future of the manufactured home business, because they are raising capital to expand their retail base. So while some accept their fate, others are determined to drive their own brighter destiny, despite issues or excuses given or accepted by others.

 

We periodically remind readers of the data claims made by MHVillage. Let’s take them at face value. If true, it means that millions deliberately surf a site to consider a manufactured home each year. But with millions looking, only 100,000 (+/-) new home buyers are going to actually close in 2018?

That, ladies and gents, is sad.  But it also represents opportunities in disguise.  It means that Clayton, MHI, or MHVillage either can’t or don’t do what they could to sell more homes.  Which implies that operations by independents can thrive in local markets almost anywhere where that the ‘big boys’ fail to perform to their potential.

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For newcomers to the website not familiar with modern manufactured homes, learn more by clicking the image above or the link here. It only takes a reading articles and watching a few interviews or other videos to debunk the numerous false or outdated notions about modern manufactured homes.

 

Linked below is a new report on how many move every year in the U.S. Properly understood, that moving report suggests that your location could serve a line every week of buyers who want to shop for a manufactured home.  Rephrased, with the correct approach, at almost any local market, sales could profitably soar.

 

MH Marketing Insights – Where are Americans Moving? U.S. Moves, by State – Charts, Video

 

If you keep doing the same things, you will keep getting the same results. That’s reality. It was also a close paraphrasing of what the MHIdea has said (see that, linked below) in their call to create a new pro-growth, ‘let’s make more money honestly’ ‘MH dealers’ association.

 

Giving Thanks for Manufactured Housing Independents, Applauding “MHIdea!”

The #NobleNotMobile movement is IMHO the latest metaphorical slap in the face of MHI and Clayton Homes.  That initiative is being delivered by an MHI member operation.  They are arguably tired of the excuses and waiting for MHI and Clayton to do something more than mere posturing and a purported fig leaf.

MHI’s response to the new National Manufactured Housing Community Owners (NMHCO) trade association is to slam them in writing. What? After over a decade of clearly failed MHI ‘leadership,’ some state associations with chutzpah finally broke away from MHI over their failure to perform. And Nathan Smith, a former MHI Chairman, attacks NMHCO in writing in MHI’s email? That’s galling!

MHI is great at planning their next meeting, and the ones after that. Why? Because those are profit centers for MHI. Their own 990s say as much.

But when it comes to actually engaging and solving the issues that the manufactured home industry’s individual companies face, what’s MHI’s track record?

Again, the answer is found in the shipment data, but there is a silver lining for those with vision and moxie.

 

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National Association of Realtors research routinely reflects the fact that some 85 percent of renters want to own. That’s the American dream. Home ownership, two vehicles in the driveway, some travel, and a nest egg for retirements – these are what most Americans want, and manufactured housing could unlock that dream for millions. Few opportunities in the U.S. are as big as manufactured housing, but it requires work. Or as Sunshine Homes President and CEO John Bostick has said, “Easy Doesn’t Pay Well.”

RenterHouseholdsPercentageofRentersManufacturedHousingIndustryDailyBusinessNewsMHProNews

When you consider all of the data and opportunities, almost every market in America could be awash in new manufactured home prospects. Millions of them are well qualified to buy. Isn’t it time to put fear of the big boys, or old habits and thought patterns that keep you trapped, in the rear view mirror?

 

You Must Act Either On Your Own, Or With Others – Because MHI Has Apparently Failed You Repeatedly 

Hey, it’s MHI President and CEO Dick Jennison and their former Chairman, Nathan Smith who’ve said on camera that MHI has to admit that they’ve failed on several occasions. An understatement?

LATonyKovachMHProNewsMHLivingNewsMHINoJournalistPhotoNCCPostedDailyBusinessNewsMHProNews

Now do you know why MHI has tried to keep our Inside MH video cameras away from anywhere that they publicly speak? Because their own words come back to haunt them, arguably for their years of failures to keep their own words.

The MHI response to such sad facts?

  • Attack the newly emerging trade groups.
  • Trying to undermine us at MHProNews, any way that the folks in Arlington – or their string pullers in Omaha or Knoxville or elsewhere – can.
  • Perhaps because they have no good case, they think smear tactics or some razzle dazzle will make them look better by comparison? Ha!
  • The national shipment data and their video views speak volumes.  The rest are details and commentary.

2018 is Ending, it’s Time for 2019 Planning

You as an individual, or as an independent business, have choices to make as 2018 winds down. You can keep doing what you are doing, and as MHIdea said, you will keep getting what you got.

You can choose to accept the latest excuse or razzle dazzle from the machine in Arlington. But then you have to look at the artificial headwinds that Omaha and Knoxville have arguably paid to create or allowed to exacerbate, as evidenced in recent years in reports linked here and at the end of this article.

Or you can decide to make a difference in your market. Not the nation, not the region. Your focus ought to be in any town or place you have a location.

  • If you don’t have the financial capability, then team up with someone else.  Where there is a will, there is a way.
  • But for the sake of your many would be customers, why buy into the posturing MHI/Knoxville elusive excuse machine? By depressing or failing to address the image/stigma, they’ve logically fuel buyer resistance, and make placement harder in local markets.

 

I’m not saying that UMH’s Sam Landy is right on everything, no one is right 100 percent of the time in business, including moi. But Mr. Landy was dead on when he said that each business is responsible for their own marketing. That same reasoning Sam used tells you that each business is responsible for their own sales results too.

Don’t like your bottom line results? Want to see growth? Then it is up to you to do what it takes in your market to convert dreamers into buyers.  When you learn to do so, you can watch your results flourish.

Toyota and Ford – almost any big automotive or RV dealer near you – are a reminder of what manufactured housing could be in that same market. Our industry was doing over 350% more new home sales 20 years ago than what it is doing today.  These are facts, facts, facts.  They are a wakeup call to you and thousands of your peers.

 

WinnebagoRVWholesaleshipmentDataManufacturedHousingIndustryDailyBusinessNewsMHProNews

 

There’s plenty of excuses for not selling more manufactured homes. But excuses are a dime a dozen. You’ve read this far because at some level you sense that this makes sense and is based upon evidence and reason. At some level, you want more for yourself and your location.

Con men don’t tell you they’ve been conning you. As the number of independent producers, retailers, and communities dwindled, MHI kept having their profitable meetings. Imagine how they might laugh in Omaha and Knoxville at the gullibility of thousands of good MH professionals, who keep trusting the ‘leadership’ of MHI, as they keep doing the same things, hoping to get a different result.

SoTheAssociationMHIIsNotThereFortheIndustryUnlesstheinterestsoftheBigBoysJointheIndustry'sMartyLavinMHIAwardWinnerQuoteMHProNews

MHProNews looks at the facts, considers the sources, and follows the evidence. Earlier last year, and for years before, MHI routinely replied promptly to all our media inquiries. But since we’ve spotlighted the problems and concerns, they’ve gone silent. Why? If the facts are on their side, why not make offer a cogent explanation?

 

DRHortonInvestmentsIn3DPrintingHousingFactoryHomeBuildingDailyBusinessNewsModularManufacturedHomeMHProNews

 

As 2018 winds down, independents have to make a choice.

We once called MHI the Monopolistic Housing Institute. Can you see why? Do you want to be the next, or even the last business eaten by the monopolists operating in MHVille? Or will you stand up for yourself and/or in tandem with others, and be all that your business was meant to be?

Smears, head-fakes, and more meetings by MHI and their purported puppet masters don’t put much money in your pocket.

 

 

The obvious reason they’re arguably attempting to smearing us or others trying to actually do something good is because they can’t or won’t publicly defend their own behavior and track record. There are obviously reasons why federal investigators are onto several of these folks, as recent mainstream media and MHProNews reports have documented.

  • Don’t be their next meal.
  • Don’t be their last meal.
  • Do be all that you can be.

 

 

Toyota and Ford are reminders that you can sell more new manufactured homes than you might think. But you have to look beyond the arguably proven track record of consolidation at the expense of independents that Nathan Smith laughs about in the video posted above.

One last thought. Don’t forget that in Japan, Toyota is building modular homes. Don’t forget that here in the U.S., any automaker could be building housing in short order.

 

ToyotaModularHousingManufacturedHousingIndustryDailyBusinessNewsMHProNEws

 

It doesn’t take a rocket scientist to realize that Ford could be testing the waters with their videos.

There are reasons to grasp the big picture.  But one must also act in your own local market(s).

 

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Is MHProNews growing despite push back, or because we are willing to spotlight and push back? Don’t just be an observer. You can make it happen in your market(s), learn more how at this link here.

The correct and honorable marketing and sales training are proven to make a difference. Don’t believe it? Ask Toyota and Ford. They or any big RV or automaker will straighten out any doubts. That’s the lesson that Ford and Toyota ought to be teaching you and your colleagues today. “We Provide, You Decide.” © ## (Marketing and sales tips, related news, commentary, and analysis.)

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LATonyKovachManufacturedHomeIndustryAchievePotentialMillionHomesAnnuallyUntilAddressArtificialUnjustBarriersMHProNewsBy L.A. “Tony” Kovach – for MHProNews.com.

Tony is the multiple award-winning managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and MHLivingNews.com.

Office 863-213-4090 |Connect on LinkedIn:
http://www.linkedin.com/in/latonykovach

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To see a sample of our emailed news update, click here. To sign up for the factory-built home industry’s #1 headline news, click here or the graphic above.

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Related References:

Failure, Success and Profitable Truth Detection for Manufactured Housing

 

Machiavellian “Godfather” – Sam Zell, Warren Buffett, Capital, Lending and Crossed Lines in Manufactured Housing

Beautiful, Harsh, Priceless Realties from a Master Builder, Monday Morning Marketing, Sales, Meeting

Failure, Success and Profitable Truth Detection for Manufactured Housing

 

 

 

Work, Life Balance and MHVille, Monday Morning Manufactured Housing Meeting

November 12th, 2018 Comments off

 

WorkLifeBalanceMondayMorningmanufacturedHousingMarketingSalesManagementMeetingDailyBusinessNewsMHProNews

It goes without saying that life is a series of marathons, not just a single sprint.

 

That:

  • first home sale,
  • that first business deal,
  • that first new client,

are important. But once isn’t enough.  Repetition is critical for learning.  Systems that can more routinely produce the desired outcome are important too.  That’s a form of repetition too. How do you keep from burning out, and balance your life for long term sustained success?  We’ll take a brief look at that question via the new-for-you graphic below.

7AreasWorkLifeBalanceSustained21stCenturySuccessZgZiglarLaneJonesFreshTakeContentManufacturedHousingIndustryMHProNews

 

Work Life Balance

The work-life balance is a topic that gurus have talked and written about for years.

What our manufactured housing industry’s history sadly highlights is a trend that other industry’s have endured too.  There has been a long-standing, multi-decade struggle between larger firms attempting to ‘rig the system’ against smaller operations and the masses of Americans of all backgrounds.  They’ve done that by misusing politics, media, foundations, and other resources.

That’s not to say that everyone in those sphere’s are evil or corrupt, that would be as untrue as those who want to ignore the obvious reality that there is a level of corruption or “rigging of the system.”

What’s the solution?  Part of it is education, and a good work-life balance.

 

The Difference Between Free Enterprise and Crony Capitalism

Stop and think for a few moments. Why is it that some of the richest people in America claim to support candidates who often openly support socialism?

The idea of ‘free stuff’ is tempting to millions who have not learned the lessons once taught in junior high school.  “There is no such thing as a free lunch,” or TANSTAFL.

If socialism worked, North Korea wouldn’t have a basket case economy next to that of South Korea.

If socialism worked, the old USSR wouldn’t have fallen.

Warren Buffett and several of his peers know the value of history quite well. The free enterprise system helped make the wealthy, but they’ve also arguably abused the free enterprise system to get an edge over other smaller companies.

 

How is That Unfair Advantage Unwound?

The answer in part is educational, but it includes the proper work-life balance.  Some get nervous about talking about spiritual, faith-based or political matters.  Why?  It wasn’t that long ago that it was a common topic. Why was it turned by those who pull-the-strings behind the scenes into something that was “politically incorrect?”

The work life-balance wheel posted in this tip can be download, and posted in frame in your office.  There may not be another quite like it.

Every business needs a short, medium, and long-term strategy. For example, if political, civics and historic understanding is a once every 2- or 4-years brief event, then expect those who make it part of their long term strategy to gain an advantage.

As a business person or professional, you have to make your monthly overhead. That’s short term.  Miss that overhead often enough, and you’ll be out of business or bankrupt.

This week, several new reports will be mixed in with other news items that will underscore the need for a sustained, short-medium and long-term work-life balance.  Get a jump on it.  Your sustained success depends upon it.

BTW, if you look at the first ‘related report,’ linked below, and scan our headlines, you may notice something.  Virtually every week offers some level of ‘work life balance’ in our reports according to the principles spotlighted shown above.

That’s MH “Industry News, Tips, and Views that Pros Can Use,” © where “We Provide, You Decide.” © ## (News, Commentary, and analysis. – Notice, the right to share this unedited, with a link back and proper credit, is hereby granted).

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LATonyKovachGoodBipartisanshipShouldalwaysBepredicatedBenefitallhonestindustrymembersnotslectfewquoteBy L.A. “Tony” Kovach – for MHProNews.com.

Tony is the multiple award-winning managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and MHLivingNews.com.

Office 863-213-4090 |Connect on LinkedIn:
http://www.linkedin.com/in/latonykovach

Sign Up Today!EmailedMHProNewsHeadlineNewsDailyBusinessNews

Click here to sign up in 5 seconds for the manufactured home industry’s leading – and still growing – emailed headline news updates.

 

Related References:

“Rent is Too Damn High,” But Why? MHVille Struggles & Solutions

 

“Fixing Our Industry’s Terrible” Public Relations, a Proven Strategy

 

 

MH Sales, Marketing, Management Life Lesson – Plan A, Plan B

November 5th, 2018 Comments off

 

MHSalesMarkjetingManagementLifeLessonPlanAPlanBManufacturedHousingIndustryDailyBusinessNewsMHProNews

Imagine the following, because the odds are good that it has already happened to you and your business.

 

Let’s presume for the next few minutes that you are an ethical person, working in an honest business.

Based on that, do you have to have a perfect product or service in order to sell it?

Of course not. If perfection was the standard, there would be NO business. “Excellence” was Apple founder Steve Jobs’ standard.

Coach Lou Holtz standard was doing good, following the principles of the millennia-ageless “golden rule.”

We tell professionals in columns and our clients “don’t over promise, don’t under deliver.”

We did and do that in our MH businesses.

We do that in our publishing work too. Our website isn’t perfect, this writer isn’t perfect, but thousands of manufactured and factory-built housing professionals like yourself will logon today to see something good enough to read, consider, and perhaps do themselves. By the way, thank you, and know that serving you and thousands of others is a responsibility we don’t take lightly.

Back to the headline point, the life lesson that impacts your business or professional routinely. What if someone smeared you personally, and/or smeared your operation.  What would you do?

Before answering the question, let’s clarify the topic.

What is or isn’t “a smear?

The dictionary says that “smear” in this context means: “damage the reputation of [someone, some organization] by false accusations; slander.”

So, a smear is a false accusation, designed to disparage someone or some operation’s reputation.

There are some who confuse a true or evidenced based concern with a smear.  But spotlighting a legitimate issue isn’t a smear at all. A smear is a lie designed to make you or your organization look bad.  If something isn’t a lie, it isn’t a smear.

That clarified, based upon our experiences in MHVille, smears happen routinely. They happen to us, they happen to others.

Before we get into specific smears, let’s make a brief, but related point.  In a very real sense, Manufactured Housing as an industry has been smeared.

So as a professional or business, there must be a strategy to deal with the reality of smears.

I’m writing this on an iPad. That iPad or my iPhone does automatic word completion. It’s a useful feature.  Odds are good you have a smart phone with a similar feature.  Have you ever had an automatic word turn out to be the wrong word? Or have you thought you typed one thing, and autocompletion or autocorrection was wrong?

It happens all the time, right?

It is an example of a good product, that isn’t perfect product. Yet millions of smart phones of all brands have a similar feature.

You have a manufactured home for sale. It isn’t perfect. It’s not the Taj Mahal. But it doesn’t have to be perfect! It only has to do the job it is supposed to do. I’ve personally sold as many as 15 homes in a month – closed, delivered, and funded – with double digits in the month before and after.  This isn’t theory.  We talk facts, experience, and reality here.

The point is simple yet profoundly important to you, your business or location(s).

 

Solution to Smears?

So long as you don’t over promise, or under deliver, part of the solution to smears are the following:

  • You have to continue to be who you authentically are, honest, responsible, delivering on every promise. Just HONESTLY showing up, day after day, doing the right work with the right words, will over time prove to discerning people that the smear isn’t true.
  • One has to be willing to defend the truth. That’s the truth of our industry, and the truth about you, your firm, your product or service. If your firm is a client of our business development services division, you already know how we do that, successfully. If you want coaching on this and you are the boss, send that message, or pick up that phone and call the number below. If you’re not the boss, then talk to your boss, or send that person this article.
  • The Truth Well Told is Powerful, and NECESSARY. The truth well told is HUGE in debunking a smear.

We’ve paid attention to some companies and associations that have spent sometimes large sums of money with others (and I’m not knocking the others).  A year goes by.  Two years.  What actually changed for those firms or states? If there was only modest growth, was that growth any different than the growth rate of the industry at large?

ManufacturedHomeMHShipments1990-2017DailybusinessNewsManufacturedHousingMHProNews600

We show charts like the one above for good reasons. Thousands of manufactured home industry professionals have not experienced shipment levels 3, 4, or 5 or more times greater than they are today.

 

A Very Public Example of Beating The Smear

Closing on a very public example, which may sound political, but is in fact an amazingly powerful public example of the smear. Why is President Donald J. Trump controversial?  He’s accused of all sorts of things.  Where is the evidence, beyond the smear?  The Mueller probe has gone mostly quiet.  Many of the attorneys who worked for special counsel Robert Mueller have left.  Everything has leaked out or was made public.

If there was a case against the 45th president, the whole world would know it.  Instead, there is this drum beat of racist, and other slurs – the smear – even though there were no such allegations about this same man before he started to run for the White House.  This president is an amazing example of how to deal with the smear.

  • Book after book came out that tried to paint the president as the devil’s own brother.
  • Third-party research shows that 92 percent of mainstream media coverage of the president is negative.
  • Yet, at this point in his presidency, after years of “the smear,” the president’s approval rating is higher than President Barack Obama at this same point in the two’s presidencies. Yet, former President Obama had an often fawning media.

The point? How did President Trump accomplish what he has, in the face of an onslaught of attacks and smears?

  1. A) POTUS Trump pushes back. He often points out the hypocrisy of the allegations, or shows how they contradict the facts.
  2. B) POTUS Trump rallies and communicates with his base. He tweets. He holds rallies. He is communicating daily to his supporters, and his support has grown. 
  3. C) POTUS Trump educates. Have you watched more than one of his rallies?  Have you watched one from start to finish, not just the 30 or 60 second sound bite on the evening news? The president is informing his base.  He is telling them what he promised, and what they’ve done. He uses facts and figures. Sure, he tries to make it entertaining and engaging. Millions love it.

If you hate, love or are somewhere in the middle on the president, you’re getting a life lesson that is absolutely priceless. Pushback against the smear, and showing up and doing your job well are huge.

By this time Wednesday, the odds are excellent that the results of the midterms will be known. But you and we have to get up and go back to work, regardless of the outcome. Whatever the outcome, President Trump will go back to work too.  Ditto folks like you or we too.

One of the president’s slogans is so smart. “Promises Made, Promises Kept.” That works in business. It works in business and life too.

How do you beat the smear?

Frankly, some may never believe the truth. Some will accept the smear.

But if you do the right things, in the right ways, over time, it can be used to benefit you and your business. It’s not easy, but it is doable.  The most obvious example is the 45th President.

Finally, you have to think long-term.  You have to plan your career and your location(s) like you are going to do this, and only this, for the next several decades.  Long-term thinking and “promises made, promises kept” has huge long-term benefits.

That’s our Monday morning sales, marketing, management tip. That’s “Industry News, Tips, and Views Pros Can Use.” © where “We Provide, You Decide.” ## (Manufactured housing related marketing & sales news, analysis, and commentary.)

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By L.A. “Tony” Kovach – for MHProNews.com.

Tony is the multiple award-winning managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and MHLivingNews.com.

Office 863-213-4090 |Connect on LinkedIn:
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Related References:

Proper Planning, Manufactured Housing, Marketing and Sales, Monday Morning Meeting

 

Sustainable Success. Your Best MH Investment? Monday Morning Manufactured Housing Sales and Marketing Meeting

 

 

 

 

“The Creepy Line” Video DocuDrama, Manufactured Housing – The Problem, Solution, and You

October 18th, 2018 Comments off

 

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If MHProNews is writing about it, I want to know about it.”
Manufactured home industry executive reader.

 

Manufactured housing professionals use Google and Facebook for work and personally every day by the thousands.

Further, millions of manufactured home residents are doing the same.

Perhaps the most pressing, there is only one political force that is likely to take on this problem with anything might approach a solution.  These points are the ones that no one else in mainstream media are likely to mention, but will be the conclusion of this report on the subject of the raw power that Google and Facebook exercise in the U.S. and globally.

An eye-opening documentary, The Creepy Line reveals the stunning degree to which society is manipulated by Google and Facebook and blows the lid off the remarkably subtle – hence powerful – manner in which they do it,” per the summary/review on Rotten Tomatoes.

As former Google CEO Eric Schmidt said during a 2010 interview as he explained Google’s code of conduct: “The Google policy on a lot of things is to get right up to the creepy line and not cross it.”

However, as Dr. Robert Epstein explains in the film, “Google crosses the creepy line every day.”

The Verge’s review makes the movie sound too political.

 

But Epstein explains during the video that he believed the person in the 2016 election that was benefiting from search engine bias was the more “qualified” candidate. Epstein explains how he was drawn into his research into the “Creepy Line” by inexplicable action taken by Google.

RobertEPsteinManufacturedHousingIndustryDailyBusinessNewsMHProNews

Further the Verge made several salient points. “It [the video] takes its title from Google executive Eric Schmidt, who said in 2010 that Google’s job was to “get right up to the creepy line and not cross it.” Schmidt has gotten no end of flack for that quote, and it’s easy to point out that Google is, in fact, often very creepy.”

The Verge’s review says, that “This theory [the premise of the documentary “the Creepy Line”] has been fueled by news about political discussions within companies — like Google’s internal controversy over employee James Damore, who was fired after circulating a memo criticizing the company’s gender diversity efforts. Breitbart recently published a leaked video from a Google meeting just after the 2016 election of Donald Trump, which includes co-founder Sergey Brin calling Trump’s presidency “deeply offensive.”

It’s the Verge that points out the push from across Democratic and Republican party lines for antitrust action against Google and Facebook.

CNS lays out one of several reasons how these experts discovered the problem, in a personal way. “Jordan Peterson,” a “professor of psychology at the University of Toronto, Peterson discovered a day after his testimony against a controversial Canadian law suppressing free speech regarding gender that his YouTube account and Google gmail account had been blocked.”

 

Manufactured Home Industry Pros and Rigged Searches – A.K.A. “Search Bias”

This isn’t just a search challenge in political issues, because it can happen in business too.  There are industry pros who have told MHProNews that sites that once had better search results suddenly and dramatically took a turn for the worse.

 

 

If a monopoly of money and information can influence politics, it can clearly influence businesses too.

 

 

DannyGloverQuoteItsNotOnlyAMonopolyOfWealthItsAmonopolyofInformationasWellDailyBusinessNewsMHproNEws

Danny Glover quote from the fascinating video documentary, Shadows of Liberty, posted on the linked page above.

 

“Shadows of Liberty” Movie Introduction, Affordable Housing, and You

The fast-paced, engaging docu-drama “The Creepy Line” points out that at one point in time, no one spends more lobbying Congress than Google. Other sources indicate that Facebook is not far behind. But on this most recent cycle, Jeff Bezos has given millions personally to candidates.  Is there any doubt that he’s trying to buy votes to prevent antitrust action against Amazon and his other investments, which now include factory built housing?

 

$300 Billion Market, As Predicted, Jeff Bezos’ Amazon Alexa Fund Dives Deeper into PreFab Homes

 

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“…Epstein’s arguments are delivered in detail by a first-hand source,” but the Verge points out that other headlines and a variety of sources are used throughout the powerful documentary that even Rotten Tomatoes says is “eye opening.”  The Verge defends Google by saying that yes, they are biased, but that bias “is complicated.”

This is at the heart of the issue that we’ve been reporting on periodically for some time, which has included the work of Scott Galloway, who argues that regulation isn’t enough.  He and others believe that these tech giants must be broken up.

If you watch this on Amazon Prime, you’ll see why the Trump Administration is signaling that operations like these could be targeted with antitrust action after the midterms.  You can see a draft executive order on antitrust from the Trump Administration in the related reports further below.  That’s “News through the lens of manufactured homes, and factory-built housing,” © where “We Provide, You Decide.” © ## (News, analysis, and commentary.)

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Celebrating Manufactured Housing! Protect, Educate, Promote, and “the Ground Floor”

October 15th, 2018 Comments off

 

CelebratingManufacturedHousingProtectEducatePromoteTheGroundFloorDailyBusinessNewsMHProNEws

When you or others know the truth, and act upon it, then the truth will set people free.

 

There are principles and ideals that are timeless.  The above is a paraphrase of such a principle.  What follows are also tried and true principles that when applied, can be a cause for celebration today and for years to come.

We’ve all seen articles, heard radio or watched reports on television that ‘if you had invested in company X when it first started, here is what it would be worth today.’  That’s referred to as ‘the ground floor’ opportunity.

Of course, people don’t know when something is

  • the leading edge,
  • the bleeding edge,
  • or the next big .com flop.

So, some get in on the ground floor, while others don’t.  That’s life.

Here’s a real world example of X. Amazon. Per Investopedia on Oct 10, 2018: “When Amazon first went public in 1997, its stock was priced at just $18 per share.

From that modest beginning, the online retail giant has seen its stock skyrocket, despite a rocky period during the dot-com crash. The company’s shares hit a new high of $2,050.50 a share on Sept 4, 2018, before dipping to $1,870.32 on Oct. 10.

If you had invested just $100 in Amazon’s IPO, you would have received 5 shares. What is beyond impressive is that investment would have been worth nearly $120,762 at the Aug. 31, 2018, close price of $2012.71/sh. That would yield an increase of more than 120,000% on the initial $100 investment.”

Those are impressive numbers.  But among the challenges with that kind of investment is the lack of control.  When you own your own company, and/or when you are selling for a company that rewards performance, there is a much higher degree of control over how something performs.

That’s motivation.

  • When Lawrence Yun, the Chief Economist for the National Association of Realtors says that the nation needs 8.3 million housing units, and that builders alone can close that gap, that spells opportunity.  That’s a cause for celebration.
  • This year, manufactured housing will only produce roughly 105,000 (+/-) shipments. Compare that to 20 years ago, when this industry achieved 372,000 + shipments.  The RV business grew significantly since that date, why not manufactured housing?  RVs are often a ‘luxury’ item, homes are a necessity of life.

Retailer Alan Amy said on camera that manufactured homes are the future of housing.  That’s why the billionaires are buying it up as much as they can.

 

If manufactured housing went to ten times its current sales level, it would be shipping about 1,000,000 new homes a year. Sound impossible? Even at that pace, it would take 8.3 years to fill all of the needs that Yun has said exist.  Don’t forget, the population will continue to grow too.

That sounds suspiciously like a ground floor opportunity, doesn’t it?  Only there is a twist.

This opportunity is a proven one.

What are the hurdles or road blocks?

We won’t go through every detail, there isn’t time.  But we will sum it up with three words.  Protect, Educate and Promote (PEP).  Inside and outside of our industry, those same 3 letters apply.  One must PEP inside MHVille, and PEP outside too.

 

PEPProtectEducatePromoteUnlockingMindsKeyToAdvancementMHProNews

 

PEP, Me and Thee

At a meeting of industry professionals, this writer used those words “Protect, Educate, Promote,” and people in the room lit up. I’ve never heard it put that way,’ said one corporate leader. ‘That’s a program that makes sense.’

Keep it simple, smarty. KISS.

It is my goal to give credit where it is due. That PEP came from a state association executive. He demurred when we offered to give him credit, saying its standard association thinking.

It may be standard for him, but it isn’t as clear to many others in MHVille.

Trade media like MHProNews is not a trade association. But we do similar things. Ideally, trade media is working in collaboration with trade associations and companies of all sizes to get the right words out at the right time. PEP.

The right words, properly and timely presentation are what education is all about.

  • Take the right words, and they will protect your operation.
  • Use the right words, and they will promote your operation.
  • PEP.  The right words, the right way, at the right time.
  • Then, keep repeating.

 

Celebration!

MHProNews is celebrating today the completion of its 9th year of MH trade publishing. Put differently, we are beginning our tenth year of serving manufactured home – and other factory-built housing professionals – in this fashion.

Many forget, or didn’t realize, that publishing is just part of what we do, because we offer business development services like marketing, sales coaching, recruiting, speaking that inspires people to do their best, videos, consulting, PR, content creation, and much, much more that all spells profitable business development.

But years before we began this trade media adventure, this writer was already doing business development and contract services for MH:

  • Retailers,
  • Communities,
  • Financial Services firms,
  • Factory builders,
  • Investors, and
  • Other service providers involved in manufactured housing.

 

Time, Talent, Treasure, and Vision 

When we launched this trade publication, the industry was down to two other privately owned operations that either blogged or printed items for industry professionals.

One of those two has since closed, and along with others, we tipped our hat publicly to Jim Visser. He left on his own terms. He could have sold the Journal, had numerous offers, but turned them all down. Jim had built a certain legacy. His legacy is thus intact.

The other is a monthly letter and a blog that’s often, but not always, weekly. There’s been another monthly blog too, by another duo.

After we had been publishing several years, others have jumped in, especially in the last few years.  If we can do it, they reasoned, they can too.  That’s fine.  But as their leaders have said privately, they don’t try to compete with MHProNews.  They try to cheerlead for specific causes, which is their right. We respect their rights.

But we have more visitors in a single day than others may have readers all month – or in three months. That claim is based upon third party data.  We way out perform the competition.

As one competitor put it to me privately, ‘Tony, thousands of manufactured housing pros talk in bars and restaurants about industry topics like monopoly that you alone publish.’

From a competitor, that’s a compliment.  But we don’t publish things simply to be sensationalistic.  We publish it because only the truth, followed by the correct action, will set people free.

 

Serious Research, Plus Genuine News with Analysis Equals Being #1 in MHVille 

That success formula is one that you could be doing in your market(s) too. We’ve done it with others, why not you?

When you make the case with PEP properly, then growth occurs. It’s not passive, its active.  It takes some change, but its smart change in a ground floor opportunity.  Manufactured housing done right.

Some want to do that on their own, and that’s fine.  But others realize that they are writing a check to – and/or investing their time – Google, Facebook, and other media.  They get a result.  They are in a habit, as one manufactured housing marketer frankly told me.

AllTruthPassesThrough3stagesFirstRidiculed2ndViolentlyOpposed3rdAcceptedAsSelfEvidentManufacturedHousingIndustryDailyBuinessNewsMHProNews

We have been, are, and will continue to be different.  Because feel good, cheerleading DOES NOT set people free. If cheerleading was the answer, then our industry would collectively be at a half-million or more sales a year.  Nor is it isn’t a mere cold recitation of the facts that moves minds and hearts.

People have to be met where they are, and then they have to be convinced.  That’s a process.  Processes are part of how companies like Amazon became fabulously successful.  Its a process of engagement.  That process requires good service. Happy customers. That’s training, motivation, and information combined.

The truth well told sets people free to buy what they at some level want to try. They want a home.

  • There are millions curious enough about what they may call a ‘mobile’ or manufactured home to be doing millions of internet searches every year.
  • But only a few are buying.
  • That’s opportunity in disguise.  That’s better than a ground floor, because this industry is proven.

When some 17 million cars are sold in a single year in the U.S., that tells you the potential of the automotive industry.

When RVs outsell MH by 5 to 1 today, but 20 years ago, MH outsold RVs by 3 to 2, that tells you how far MH has fallen behind.  But that spells opportunity in disguise.

We know from field experiences how to unlock those opportunities at the local market level.  We’ve been doing it for years.

Celebrate with us today, as we head into our 10th year of serving the manufactured and modular housing industry .  We take on the tough challenges, and thank the Lord, we are not only standing, but growing. Come grow with us.

My sincere thanks to all of those who have been sending messages via LinkedIn and/or in other ways for helping us celebrate our 9th anniversary of publishing what we’ve called for years, MHProNews.

But keep in mind that the original name was MHMarketingSalesManagement.com.  Those are elements of success, like PEP.

Success is routinely collaborative.  Together with our clients, sponsors and those who see the value of the truth well told, the best is yet to come.

Because the numbers tell us that we are on a very special ground floor.

MH “Industry News, Tips and Views That Pros Can Use© is more than a slogan. You are either standing still, going backward, or moving ahead.  “We Provide, You Decide.” © ## (Manufactured housing related marketing & sales news, analysis, and commentary.)

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Tony is the multiple award-winning managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and MHLivingNews.com.

Office 863-213-4090 |Connect on LinkedIn:
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Time, talent, treasure. Put your money, as we do, where your mouth is. Need professional services? Please consider calling us. Nobody does it better in MHVille, no one. Click here to learn more.

Related References:

 

Attracting and Retaining Sales Talent – Evidence and Data-Driven Potential in Manufactured Housing

Proper Planning, Manufactured Housing, Marketing and Sales, Monday Morning Meeting

 

“Family Owned,” a Formula for Outperforming “Big Boys,” Monday Morning MH Marketing Sales Meeting

 

Sustainable Success. Your Best MH Investment? Monday Morning Manufactured Housing Sales and Marketing Meeting

 

Becoming a Standout Performer, Monday Morning Sales, Marketing Meeting

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Is Your Operation a David vs. a Goliath? 4 Keys to Success, Monday Morning Manufactured Housing Marketing and Sales Meeting

June 18th, 2018 Comments off
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The marketplace can get serious. What do you do?

Is your manufactured housing location or operation a small – or even tiny – David fighting a metaphorical Goliath?

 

The featured image above cuts to the chase of the ancient Biblical drama of David and Goliath. Let’s just say that despite the difference in size, plus long odds, David wins.

We don’t advocate beheading a competitor, even if that other firm has a bullseye aimed at you.

That said, most of the businesses in this industry are smaller businesses ‘battling’ in the marketplace against much larger operations. What to do?

 

How is Sustainable Success Achieved?

There are several questions that every owner, manager or investor ought to be asking themselves on a regular basis.

What are the factors that allow a small firm to outperform, or at least level the planting field, against a giant?  Let’s review some of the elements of success selling against a bigger company.

1) Outmaneuver them. Smaller firms can be more nimble. Why not learn something new that allows you to tap a market they are missing?

2) Be more motivated. I’ve personally spent most of my 25+ year manufactured home (MH) career doing what others thought couldn’t be done. That includes working with smaller firms in a given market competing against larger ones. Working with clients, we routinely dramatically raised sales, often outperforming the local giant’s location. If others can do it successfully, that means you can too.

3) Be better informed. First, let me stress that in under a week, we can take a newcomer to Manufactured Housing, and have them outselling many an MH industry veteran. BTW, being informed doesn’t mean you have to know everything to sell something. It is how you use what you know that can set your career and performance apart. Learn the basics, the fundamentals for success, and build on that from now on. I’ve seen MH industry sales veterans bore a buyer to death, and lose a sale they could have made. Use what you know with precision. Which brings us to the next point.

4) Don’t overkill.  A skilled surgeon may use a laser to make a very precise, and tiny cut. Precise use of the right – even limited – information, can yield success. By the way, a veteran who is open to learning new ways still has the advantage over a newbie.  Both the newcomer, and the veteran have potential advantages. Each has obvious shortfalls.

The foundation of all success are the use of good, proven, basic and honest principles. No one sells everyone. When the correct principles are put properly to work, they yield the desired outcome a good percentage of the time.

For example. If you are currently closing 1 in 25, and you raised that closing ratio to 2, 3 or 4 out of 25, you have the jet fuel needed for sustained success.

The bonus for today is point #5.  The right marketing and sales plan, plus honorable discipline.  The other guys must not be doing this, or they’d be selling up a storm, with loads of happy customers.

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Got a budget? Click here or the image above to learn more.

Can you outperform, or at least level the playing field against Goliath? In Wisconsin, those who know would give a one-word answer.

Youbetcha. ## (Coaching tips, marketing, sales, management, commentary, and analysis.)

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Tony is the multiple award-winning managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and MHLivingNews.com.

Office 863-213-4090 |Connect on LinkedIn:
http://www.linkedin.com/in/latonykovach

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Is it Better to Be Candid, or a Kiss-Up? Monday Morning Manufactured Housing Sales, Marketing Meeting

May 14th, 2018 Comments off

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Sales professionals and leasing agents in manufactured housing get faced with a daily choice.

 

It could be phrased like this.

Is it better to be a ‘Kiss Up,’ or ‘Candid? ‘

To be sure, someone can be both honest and polite.

But to allow someone to believe something that isn’t true, when you have the opportunity to clear an issue up, is a disservice to guests, clients, colleagues – and in time – it can impact your company’s reputation.

In real world sales scenarios from border to border, I’ve sadly witnessed some manufactured home pros who were not candid when they needed to be.

I’ve also seen sales pros that were not motivated enough.

Coach Lou Holtz did amazing things during his career. Here are some rules he believed in.

 

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There can seem to be a short term cost to honesty at times. But a reputation for candor builds trust. Trust can be a critical foundation for a career or a business.

For those who may be tempted to believe that there is a conflict between ethics and success, don’t let Hollywood or anyone else fool you.

TheTimeIsALwaysRightToDoWhatisRightDrMartinLutherKingJrDailBusi8nessNewsMHProNEws

Spot on.

Moral principles in business – and in life – matter.

If you can tell it like it is, politely, do so.  But there are times that one has to be blunt, in order to convey a fact to a prospect or team member that could harm others if it isn’t known in a timely manner.  Enough said on this for today. ## (Manufactured housing related marketing & sales news, analysis, and commentary.)

(Third-party images are and content are provided under fair use guidelines.)

Related References:

Style or Substance? Lesson from Most Hated in America – Monday Morning Manufactured Home Sales, Marketing Meeting

What are the FACTS about Manufactured Housing Industry Traffic vs. Real Estate? MHVillage, MHProNews, Manufactured Housing Institute Data

 

 

InvestInYourselfAndInYourBizManufacturedHousingIndustryDailyBusinessNewsMHProNews

Time, talent, treasure. Why not put your money, as we do, where your mouth is?

 

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Tony is the multiple award-winning managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and MHLivingNews.com.

Office 863-213-4090 |Connect on LinkedIn:
http://www.linkedin.com/in/latonykovach

Sign Up Today!EmailedMHProNewsHeadlineNewsDailyBusinessNews

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The Apprentice – Proper Understanding, Planning, and Execution – Monday Morning Manufactured Home Marketing and Sales Meeting

April 30th, 2018 Comments off
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Do you want the welder with one class worth of experience, or do you want the welder trained under and expert, and who’s been an apprentice for several months, or a year?  Doesn’t more training produce better work and results?

Let’s summarize what clear data (facts), Frank Rolfe, and MHVillage’s Darren Krolewski statements should be informing all manufactured housing professionals, owners and investors.

 

Modern manufactured homes are widely misunderstood. If this weren’t true, you’d be selling many times more manufactured homes at your location(s) than is currently true.

That summary is an important element to understanding how to grow sales in your local market. For the details per Frank, Darren and the relevant data, click here.

Because the problem – ignorance, prejudice, bias, NIMBY, and misunderstanding are well known – the highly profitable solution becomes clear. It’s simple, yet profound.

The solution is market-based, local-level educational efforts. 

Education must be on two levels. Professional education, plus the education of the public including  opinion influencers. 

Well qualified home buyers, which routinely describes those buying conventional housing, shop for weeks or months (sometimes, years) before making a decision.  They may only call, message, or come out to look after they’ve been doing their homework online or doing drive-by-looks for weeks or months. That means your online strategy must account for that reality. 

For the personal engagement with consumers, if you handle them professionally, they may make what seems to be rapid decision. But remember – in fact, they’ve been shopping for quite some time.  If they come to you, that often means you have to screw up to not sell them. 

So don’t screw up.

Every location that wants to grow sustainably needs one or more apprentices. 

The investment in the correct online, video, and sales coaching/training is tiny compared to the ROI.  It’s common sense.  It’s honorable and ethical, and thus sustainable. Once understood, its less stress than many current sales models. To learn more, click or call.  To see the relevant data and comments from Frank, and Darren, click the link below. ## (Marketing, research, educational, data, analysis and commentary.) 

(Third party images are provided under fair use guidelines). 

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Tony is the multiple award-winning managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and MHLivingNews.com.

Office 863-213-4090 |Connect on LinkedIn:
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Doing Third Party Correctly and Profitably, Monday Morning Manufactured Housing Sales Meeting

April 23rd, 2018 Comments off

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A manufactured home industry marketer for a well-known firm made a number of interesting admissions the other day.  We’ll touch on that later below.  But first, let’s start with the principles, and then move to the details.  Keep in mind that we not only raise important issues for manufactured housing, but also like to point to potential solutions when we do. 

  

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Just the FACT$

News can help make or harm your business or location. That’s true for most any industry, but we’d argue its particularly true for manufactured homes, for reasons we won’t go into today. Almost anyone who has been in the manufactured housing industry for a year or more can tell you what you likely know yourself.

News can help or harm almost any business.

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You can love the news, hate it, or be “meh” about some news item. But “News” has been thoroughly woven into the fabric of American – and most industrialized – societies.

So as you read this today, use TWO HATS. The first, is your marketing hat, and the second is your consumer of news hat.  This article, like so many others on the Daily Business News is for THINKERS who want to do more, profit more, and sell more – instead of whine more.

 

News and Marketing Hats

News done properly is absolutely essential for the advancement of our industry, and it can be highly important to almost any sized company, organization, or location in manufactured housing.  When bad news hits even a giant company like Facebook, and sends its stocks dropping by billions of dollars in lost value, what do you think that means for a relatively small industry like manufactured homes? 

Odds are good, the industry’s thinkers get it.

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If you are wise, you want as much positive media as you can get.

But if you have a strong, keen mind, you know that even ‘negative news’ can – properly handled, or with the right “spin” – can at times be turned into something that’s at least useful – and surprise! – at other times, profitable.

Before diving into how you can engage your targets audience via “News” to significantly grow your business, let’s first draw an important distinction. 

 

Blogging vs. News

There are some bloggers and operations who claim the mantle of ‘news’ in our industry.

But upon closer examination, what they routinely do is some form of dressed-up marketing. We’re not criticizing them, just saying “it is what it is.” When third parties to our industry see those blogs, sites, or newsletters, they mentally label them for what they are. They are NOT seen as news by most savvy media, or by savvy housing shoppers, and others researching our industry. 

For years, and for a variety of reasons, we tackled stories on the Daily Business News that include bad news too, not just good news.  Rah-rah will only go so far.

Our doing a balance of news enhances credibility. and it also provides a ‘morality tale’ for those who might be tempted to do wrong. Not many want to be spotlighted with bad news, right?  You don’t have to read the linked article below, but it gives you an idea of what we are talking about here, one example of many over the years.

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Against that backdrop, as an MHI member organization executive said during the Louisville Show, “Tony, yours is the only real game in town.” 

What that industry veteran was talking about was news.

Again, not slamming the others, but that wasn’t a throw away line or being polite by that one executive. Here’s proof. At Louisville and Tunica, the very attractive magazines printed up drew almost no pickups by attendees. Why? We’ve not done a survey, but it doesn’t take a rocket scientist to see that industry readers don’t find it to be must-reading. If it’s marketing, and someone wants to be sold something, then you pick one up.  By contrast, even those that don’t always like what we report or comment on, are reading here routinely.

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This example is not meant to exclude others who blog, etc. that have precisely the same response from most industry readers. Nor is this example meant as anything other than, ‘it is what it is.” The photos don’t lie.

If MH Industry readers aren’t moved by this kind of content, why would anyone else be?

An MHI member exec wrote to say the following, “It is pioneers like you, Tony, that change our tired image…Pioneers are the ones with the arrows in their back.”

By contrast to the rah-rah-writers, in a digital era the all digital MHProNews and MHLivingNews have dominated for years. There are over a thousand LinkedIn recommendations and endorsements yours truly has been given, over 99% of them unrequested.  Those I did ask for one from a client, they gave us a glowing one, in writing.  By the way, kind words to me are a reflection on the team, and those clients who work with us.  I’m the front guy, the face, but it takes a team to make this work. So those kind words reflect on all – clients included – who’ve made this possible.

 

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L. A. “Tony” Kovach doing a presentation in a packed room of industry professionals.  The presentation was widely praised, as is our marketing and sales training and coaching.

Arguably, no one knows the industry better in media than MHLivingNews and MHProNews.

There are deep pockets folks who will prop up some of those other pubs and glossy magazines. Fine, it’s a free country. But they don’t usually show up in searches, and if they do, they are quickly seen for being what they are. They are often seen as thinly veiled marketing.

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The very fact that MHProNews and our sister site takes on controversial issues is part of what has given us credibility and influence with others.

Most of these searches are from a mobile search, as Google has often said that Mobile searches are rising, or dominant. Research in 2016 said mobile was at 50-60 percent of searches being done then, and was rising. BTW, this article is being drafted on a mobile device.

The point is that none of the industry sites came up on these searches, meanwhile, our work did on page one of Google.

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Do you ever compete against Clayton Homes? Would you like to score (rank) well in a search results where you are competing against Clayton Homes? We know how, it doesn’t work every time, but it works plenty often, as these examples demonstrate.

There are numerous topics where our articles are page one, top of fold.

The same can be said for those doing videos searches.

We’ve invested nearly a decade in developing these two trade media platforms. MHLivingNews.com and MHProNews.com will not be easily replaced or supplanted unless there is massive spending by someone willing to buy traffic.  Until that happens, we’re a dominating force in manufactured housing news.

Which means our clients routinely get lower cost, better ORGANIC search and service results.  We won’t teach competitors the secret sauce, but its legit and works. It is common sense that you want to have good news about your location.  We know how that’s done, and deliver that for our clients on a routine basis.  We can do so in a variety of ways.  When you are ready to do more, let us know. 

Closing thought, which was the opening thought. That marketer, who does a good job for their operation, is right. The shakeup of Facebook, looming problems for Google and others could spell opportunities in disguise for those who want to do ORGANIC search results, instead of paid ads on Google and Facebook, etc. Again, give us a message or call when you’re ready to learn more or take the next step.  Odds are good, you’ll be glad you did. ## (Marketing, sales, management, media engagement, tips and strategies.)

(Third Party Images are Provided Under Fair Use Guidelines.)

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For manufactured home marketing, sales or professional business development – plus other MH expert or consulting services – click here.

ThereAreOnly2WaysToLearnOwnOthersExperiencesLATonyKovachManufacturedHousingIndustryMHProNews-575x235By L. A. “Tony” Kovach. Co-founder of MHLivingNews.com and MHProNews.com.

Ph. 863-213-4090.